About this course
Sound marketing strategy rests on a small number of core principles, applied with discipline and rigour. This training course builds a solid grounding in the fundamentals of marketing strategy, from segmentation and positioning through to planning and measurement.
Participants will work through structured frameworks and applied exercises that translate strategic theory into practical, usable marketing plans.
This Seya Capital training course will highlight:
- Core strategic marketing frameworks and concepts
- Segmentation, targeting, and positioning (STP)
- The strategic marketing planning process
- Aligning strategy with organisational objectives
- Measuring strategic marketing performance
Dates, venues & fees
Dates and fees on request. This programme is scheduled on demand, as open enrolment or in-house for your team.
Request datesBy the end of the course
By the end of this Seya Capital training course, participants will be able to:
- Understand the core concepts underpinning marketing strategy
- Apply segmentation, targeting, and positioning to strategic decisions
- Build a structured strategic marketing plan
- Align marketing strategy with broader organisational goals
- Evaluate strategic marketing performance
Designed for
This Seya Capital training course is designed for professionals building foundational strategic marketing capability, including:
- Marketing Managers and Executives
- Brand and Product Managers
- Business Development Professionals
- Professionals transitioning into strategic marketing roles
Course outline
Day 1: The Nature and Scope of Marketing Strategy+
- Defining marketing strategy and its strategic purpose
- The link between marketing strategy and corporate strategy
- Understanding markets, industries, and competitive context
- Strategic marketing versus tactical marketing
- Overview of core strategic marketing frameworks
Day 2: Segmentation, Targeting, and Positioning+
- Principles of effective market segmentation
- Evaluating and selecting target segments
- Developing a differentiated positioning strategy
- Positioning maps and perceptual analysis
- Workshop: developing an STP strategy
Day 3: Strategic Analysis and Decision-Making+
- Analysing the internal and external marketing environment
- SWOT and strategic option generation
- Growth strategy options (Ansoff Matrix)
- Resource-based view and capability assessment
- Case study: strategic option evaluation
Day 4: Building and Structuring the Marketing Strategy+
- Setting strategic marketing objectives
- Structuring a strategic marketing plan
- Aligning the marketing mix with strategy
- Budgeting and resource allocation for strategy
- Workshop: drafting a strategic marketing plan
Day 5: Implementing and Measuring Marketing Strategy+
- Translating strategy into implementation plans
- Building metrics and KPIs for strategic success
- Monitoring, review, and strategic adjustment
- Common pitfalls in strategy implementation
- Final case study: presenting a strategic marketing plan
How you will learn
This training course combines structured lectures, applied case studies, planning workshops, and group presentations to build practical strategic marketing capability.
The return on learning
For your organisation
- Clearer strategic direction for the marketing function
- Better allocation of marketing resources
- Improved alignment between marketing and business strategy
- More disciplined, structured planning processes
For you
- Build a solid grasp of strategic marketing fundamentals
- Develop practical strategic planning skills
- Gain confidence contributing to strategic discussions
- Establish a stronger foundation for senior marketing roles
Seya Capital certificate
Upon successful completion of this training course, delegates will be awarded a Seya Capital Certificate.
Training designed around your organisation
Every course can be delivered privately for your institution, at your premises or a venue of your choice, with case studies and content adapted to your sector and regulatory environment.